Fullcircle has appointed former Marks & Spencer head of womenswear retail Myriam Ben Yedder to the newly created role of brand director.
Ben Yedder has already joined the young fashion brand, which is owned by World Design & Trade [WDT], and is charged with doubling turnover at Fullcircle from £12 million to £24m over the next three to five years.
Increasing the brand’s womenswear sales from its 150-stockist account base and developing a more directional handwriting for the 250-account Fullcircle menswear business will also be part of Ben Yedder’s brief.
Ben Yedder left M&S earlier this year after spending three years at the chain as head of retail for womenswear.
Ben Yedder said: “There is the aspiration to double turnover at Fullcircle and focus on wholesale, retail and ecommerce. There are big opportunities to grow womenswear and to tweak menswear. We’ve got heritage with menswear and are well known for our outerwear but in some areas we have been a bit too safe. There is opportunity to grow the business and be innovative.”
Ben Yedder will also work alongside the brand’s retail development team as Fullcircle looks to grow its UK store portfolio to 10.